Fracture,Heterogeneity,and Symbiosis:Visual Strategies of Commercial Advertising in Earty 20th Century Shanghai Sketch
Shanghai Sketch,the most representative comic magazine of the 1920s and 1930s,provides abundant and diverse visual historical materials through its advertisements,rich with design connotations.This study examines the advertisements in Shanghai Sketch,aiming to analyze the evolution of their design characteristics and strategies and interpret their visual representations.The research reveals that"fracture,"heterogeneity,and symbiosis are fundamental features and orientations of the visual construction of advertisements in Shanghai Sketch.The"fracture"in advertisement forms manifests as a typical Westernized style,yet retains elements of inheritance and innovation.On a psychological level,this fracture transforms consumer choices into expressions of cultural and identity recognition,creating a design dichotomy between local and foreign advertisements.Furthermore,the advertisements exhibit distinct traits of blending and symbiosis,characterized by a rich inclusivity of visual elements.
Shanghai SketchRepublican Era AdvertisingAdvertisement DesignVisual StrategiesVisual Design
万方数据
维普
